• Journal of Digital Convergence
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• v.13 no.3
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• pp.241-247
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• 2015

This experimental research explores effect of cognition desire as audience's factor, and attention as context factor on audience's acquirement of information and understanding. Most previous researches of media effect focuses on news contents of TV, Newpaper and Internet. However the number of researches on TV documentary which contains lots of information very limited, and It's difficult to find researches on effect of cognition desire and attention on audience. Therefore this research tries to find effect of cognition desire and attention on audience's acquirement of information and understanding through experiment of TV current documentary. For this experimental research, 2 groups of subjects composed of 135 university students were exposed to 2 different viedeo clips of TV current documantary, one with window buzz, the other without it, after designing cognition desire as internal factor of 2 groups. Questions which were designed to measure cognition desire, acquirement of information and understanding of message were asked and analysed. This research found that subjects with higher degeree of cognition desire showed higher degree of acquirement of information and understanding than subjects with lower degree of cognition desire. However the effect of attention on audience's acquirement of information and understanding could not be found.

• Korean journal of communication and information
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• v.25
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• pp.65-102
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• 2004

The purpose of this study was to examine the news attributes of the nuclear waste storage facility in Wido by conducting content analysis of two newspapers (Chosun Ilbo and Hangyoreh) and Ohmynews. Furthermore, this study measured the effects of news attributes on readers' attitude, opinion, and recognition of the event. The results of the content analysis indicated that all three newspapers focused on event-oriented coverage than issue-oriented one. Also, they only dealt with two issues-decision making process of the residents and rewards for residents-among a total of nine issues. That is, according to the hypothesis of the second-level agenda-setting theory, the media emphasize on a particular attribute while ignoring other attributes, which, in turn, make the particular attributes more salient. Based on the results of content analysis, this study conducted an experiment to measure the effects of media attributes on public recognition toward the attributes in terms of cognitive and of affective aspects. The results showed a significant relationship between media attributes and public attributes, which confirmed the effects of the second-level agenda setting. However, the transfer of attributes did not take place in affecting public opinion and public recognition of the event itself.

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.393-401
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• 2019

In this study, based on the general reasoning that the higher the resolution of the HMD, the greater the presence and immersion of the audience and the greater the presence experience, the difference in the presence experience according to the resolution of the virtual reality device is verified empirically Presence effect. To do this, 300 college students were included in the population, and VR simulations of the Oculus store were conducted using HMD and mobile devices with different resolutions (HD, FHD, WQHD) as stimuli. As a result, there was a significant difference in the presence experience of the audience according to the resolution of the mobile device attached to the virtual reality HMD, and the presence effect had a significant influence on the awakening. On the other hand, no significant influence was found in the effect of emotion. Therefore, we can prove a general reasoning hypothesis that the higher the resolution of the virtual reality device, the greater the presence experience of the audience. However, since the confounding effect and the impression are contradictory in the presence effect side, additional experiments research is required.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.166-178
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• 2016

The study aims at verifying the effects of private donors' emotional or demonstrable utility on their mental health with the mediation effect of self-acceptance and the moderation effect of the gratitude for their lives. As a result of causal analysis of the variables by structural equation models, the notable findings are as follows: First, among the group of private donors with increased gratitude for their lives through sponsorship, while emotional utility from donative activity has a positive effect on donor's mental health, demonstrable utility does not have it. The indirect effect of self-acceptance is proved between emotional or demonstrable utilities and mental health. Second, among the donors without increased the gratitude, emotional utility has direct effect on donor's metal health but demonstrable utility does not affect the metal health. While the self-acceptance shows a full mediation effect between demonstrable utility and mental health, emotional utility has no mediation effect. In conclusion, the moderating effect of the gratitude for their lives is empirically proved and the donors who their gratitude for life has increased due to donative activity show better metal health, self-acceptance level, higher emotional and demonstrable utility, therefore, the gratitude for life is a key for metal health through donation.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.40-50
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• 2016

This study employs model of susceptibility to imported media to examine Korean drama exposure, evaluation and viewing intention among viewers living in foreign cultural background. Analyzing data collected from 176 female viewers in the U.S., it founds knowledge about Korea and general drama exposure give direct effect on the future viewing intention. Korean drama exposure directly affects drama evaluation and viewing intention. Korean network, however, has no significant effect on the dependent variables. Result of the present study shows that cultural capital of foreign viewers has effects on Korean drama consumption. Another result that behavior of general drama consumption has contributed to Korean drama consumption gives meaningful implication for the policy of Korean television export.

• Journal of Digital Convergence
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• v.15 no.10
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• pp.411-417
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• 2017

This experimental research explores the effect of background music of TV documentary which can be classified as channel factor in the field of media effect, on audience's recall memory, flow, arousal of interest, evaluation of documentary. Most previous researches of media effect focused on the effect of sender factor and message factor on audience's memory, understanding, acquirement of knowledge, attitude, action. However the number of researches on the effect of background music on audience's various dependent variables is extremely limited, especially it is very difficult to find studies on the effect of background music of TV documentary on audience. Therefore this research tries to find the effect of background music of TV documentary on audience's recall memory, flow, arousal of interest, evaluation. For this research of experiment, 2 groups of subjects composed of 101 university students were exposed to 2 different video clips of TV documentary, one with background music, the other without it, After this experiment, Questions which were designed to measure audience's recall memory, flow, arousal of interest, evaluation were asked and analysed. This research found that background music of TV documentary increased audience's flow, degree of interest and raised evaluation, However meaningful effect of background music on audience's recall memory was not found.

• (The) Korean Journal of Advertising
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• v.28 no.6
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• pp.7-34
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• 2017

The debate surrounding advertising effectiveness is not to be overstated as a major source of advertising research. However, there is still a lack of discussion on the model for measuring the effects of government and public service advertising. This study focuses on this point and develops an index model that can evaluate government advertising. For this purpose, we conducted a survey of 800 respondents in 7 major cities. Based on the creativity evaluation factors (originality, clarity, and appropriateness) of government advertising and the evaluation factors (interest, avoidance, and relevance) of policy contents, a causal model that affects the cognition, attitude, and behavioral responses of the audience was set up. As a result of analysis, originality, clarity, interest, and relevance except for appropriateness and avoidance were meaningful variables for creating government advertising effect such as policy understanding, audience attitude, word of mouth intention of policy. In addition, policy understanding and audience attitude were the main mediating variable influencing the word of mouth intention of policy. Based on research results, this paper discussed the direction for creating effective government and public service advertising in the future.

• The Journal of the Korea Contents Association
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• v.14 no.7
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• pp.137-150
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• 2014

This study has two major purposes. First, this research empirically tests whether there are the impacts of the third-person effects on individuals' perceptions of the girl groups' suggestive performance. The second purpose of this study is to examine the relationships between the perceptual biased toward the influences of the girl groups's suggestive performances and the supports for regulation. For this purpose, this paper investigated individuals' perception of different degrees to which the suggestive performance has influences on three dissimilar groups including 'the self', 'colleagues' and 'the others' and how they affect supports for regulation. An online survey was administrated on 305 people who have watched the girl groups' lasciviousness performance for data gathering. The collected data were analyzed with t-test, multiple and hierarchical regression. The results showed that there are significant differences in perceptions of the effect of suggestive performance on three groups including 'the self', 'colleagues' and 'the others'. The findings also revealed that the perception of the effects of lasciviousness performance on 'the others' is one of the strongest predictors for the supports for regulation. The implications of these results were also discussed.

• Information Systems Review
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• v.9 no.1
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• pp.67-84
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• 2007

In diffusing an information systems(IS), the provider of the IS can be more effective if they can identify user groups who can adopt the system early. By focusing on the user groups, system providers can encourage them to adopt the IS. After the early adopters adopt an IS, the diffusion of the system to other groups can be easier by early adopters' voluntary advertisement and help in adopting the IS. Instead of discrete choice methods which are usually used for this purpose, we suggest a decision tree method. Compared to discrete choice methods, this method is more accurate for prediction and can easily identify non-linear segments of groups. By testing the data of adopters of an IS in agricultural business, we show the excellence of this method in identifying target groups to focus on. This method would help system providers to diffuse their systems by starting from early adopters.

• The Journal of the Korea Contents Association
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• v.22 no.6
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• pp.467-486
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• 2022

The purpose of this study is to examine the mediating effects of self-acceptance and counselor activity self-efficacy on the relationship between counselor's perfectionism and psychological burnout. For this purpose, 325 data samples were collected from the counselors who are currently working. The results of this study are as follows. Self-oriented perfectionism had a significant positive correlation with other-oriented perfectionism, socially-prescribed perfectionism, and psychological burnout, while it is negatively correlated with counselor activity self-efficacy. Other-oriented perfectionism showed a significant positive correlation with socially-prescribed perfectionism and a negative correlation with self-acceptance and counselor activity self-efficacy. Socially-prescribed perfectionism was in a significant negative correlation with self-acceptance and counselor activity self-efficacy. Self-acceptance showed a significant positive correlation with counselor activity self-efficacy and a negative correlation with psychological burnout. The counselor activity self-efficacy was negatively correlated with psychological burnout. self-acceptance and counselor activity self-efficacy were identified as double mediation variables between counselor's perfectionism and psychological burnout. The results of this study can be used in the education scene to enhance the understanding of the psychological burnout of the counselor and deal with it. Based on these results, the implications and limitations of this study were discussed and suggestions for further research were made.